More Than Data

User Guide

Minute MMM User Guide

This guide provides step-by-step instructions for preparing your data and using the Minute MMM software to build marketing mix models (MMM). Following these guidelines will help ensure a smooth and effective experience.

Key Words and Structure

Minute MMM relies on five key headings in your Excel spreadsheet. Correct spelling and formatting of these headings are critical:

  • Date
  • KPI
  • Marketing Variables
  • Operating Factors
  • Other Factors

Errors in these headings, such as misspellings, incorrect spacing, or special characters, may cause processing issues. These headings act as the foundation for the software.

Prepare Your Excel

Step 1: Data Format Requirements

Date Column

  • Dates must be in a weekly format.
  • Do not mix daily, monthly, or other time scales.
  • Ensure all dates align with the same week commencing (e.g., starting every Sunday or Monday).

KPI Column

  • Include a single KPI column (e.g., "Sales").
  • The software processes only one KPI at a time; multiple KPIs are not supported.

Marketing Variables

  • Ensure consistent and error-free names (e.g., "TV", "Radio").
  • The heading "Marketing Variables" should span multiple columns to include specific variables.

Operating and Other Factors

  • Use consistent names (e.g., "Special Offers", "Holidays").
  • Headings for these factors must also span multiple columns to include relevant variables.

Step 2: Cleaning and Validating Your Data

Date Validation

  • Verify all dates are weekly and consistent.
  • Remove rows with invalid or mismatched date formats.

Keyword Consistency Check

  • Incorrect spelling (e.g., "chanell" instead of "channel").
  • Singular/plural variations (e.g., "channel" vs. "channels").
  • Special characters (e.g., "Social%", "TV$").
  • Extra spaces (e.g., leading, trailing, or between words).

KPI Column Check

  • Confirm the KPI column is single and clearly labelled.
  • Ensure values correspond with weekly dates.

Step 3: Refer to The Provided Template

Download Template

  • Use the attached Excel template to structure your data.

Check Column Headings

  • Align data with the provided template headings.
  • Merge cells for the headings "Marketing Variables", "Operating Factors", and "Other Factors" to span multiple columns.
  • Variables beneath these headings must occupy individual columns (no merged cells).

Populate Data

  • Enter weekly data for KPI, marketing variables, and other factors.
  • Verify the structure matches the template.

Let’s Proceed to Upload Prepared Excel into Minute MMM

First, sign into the software with your email and password.

Minute MMM sign in

Next, upload the prepared Excel file using the file browsing, selection, and upload function. The software will also automatically check the format and variable naming of the uploaded file.

Minute MMM upload

Next, use domain knowledge to analyze the data. The software allows you to set and evaluate the percentage-wise impact of media variables and non-media factors on your KPIs, delivering actionable insights.

Minute MMM domain knowledge

Now, we can build a marketing mix model by incorporating the provided domain knowledge. The software will automatically handle Adstocking, Diminishing Returns transformation, and perform statistical tests for validation.

Minute MMM build model

Finally, the marketing mix model is complete, providing insights such as ROI and the contributions of media variables and non-media factors. Users can download the model output directly from the software.

Minute MMM model output

You Are All Set to Go

By adhering to these guidelines, you can effectively prepare your data and utilize Minute MMM for marketing mix modelling. If you encounter any issues, please contact our support team for assistance.
You have questions, we have answers

Common Issues and Troubleshooting

Invalid Date Format

Check the Date column for consistent weekly formats.

Multiple KPIs Detected

Ensure only one KPI column is present.

Noise Data Detected in Table Margins

Remove unused or blank data from the edges of the Excel table.

Keyword Detection Abnormal

Review and correct spelling, spacing, and special characters in variable names.

Incorrect Spelling

Ensure all headings are spelled correctly.

Singular / Plural Variations

Avoid inconsistencies like "channel" vs. "channels".

Special Characters

Remove symbols like $ or % from headings and variable names. 

Extra Spaces

Eliminate multiple or trailing spaces from headings and variable names. 

Headings and Variable Names Abnormal

Headings and variable names should not begin with numbers.